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Lesson 6 Title:   The Junk Mail Explosion: Why You Buy and How Ads Persuade Overview/Purpose: In 1990, 63.7 billion pieces of third-class bulk mail found their way into mailboxes across the nation. This activity is designed to increase student awareness of persuasion tactics used in "junk mail" advertising. Objectives: The student will be able to: 1. read direct mail advertising critically. 2. identify persuasion techniques. 3. employ intellectual defenses against persuasive techniques. 4. neatly label and organize junk mail into a term paper folder.

Resources/Materials: Smolowe, Jill. "Read This!!!!!!!!," Time, November 26, 1992, pp. 62-70. "Why You Buy: How Ads Persuade," The Learning Seed, 1988.

Teacher materials = "The Junk Mail Explosion Project" handouts with a sample page on the back; a bulletin board containing examples of each persuasion tactic, mounted and labeled according to assignment standards; sample folders from previous students.

Student materials = junk mail collected for one month, notebook paper, tape or glue, pen, hi-lighter, three-prong term paper folder.

ACTIVITIES AND PROCEDURES:

1.  Students are given one month to collect direct "junk" mail. 2.  Each piece of mail is mounted on a piece of     notebook paper. Each paper must be headed correctly by district standards. 3.  Using "The Junk Mail Explosion Project" as a     guide, the students analyze the mail and identify the persuasion tactic. Each paper is labeled with the persuasion tactic used and points earned. 4.  Unless it says "each" next to the point value (#1,     #2, and #3 only), students may get credit for each numbered item only once. "Buzzwords" may each be    used only once for each piece of mail. 5.  Students hi-lighted buzzwords or other words to     indicate the mail meets the assignment requirements. (A sample page is given to each    student and a classroom bulletin board displays     examples for each tactic). 6.  Papers are organized numerically in a term paper folder. Tying it all together: 1.  Finished projects are passed around the classroom for comparison and discussion. 2.  Final projects are graded according to designated points: 20 points are required for an "A"; students collecting additional points earn extra credit.

Description for listing: increase student awareness of persuasion tactics used in junk mail advertising

THE JUNK MAIL EXPLOSION PROJECT Collect advertising mail from your home for one month. Identify and label examples of persuasion tactics in order to total 20 points. Organize pages and folder according to the sample on the back of this page and on the bulletin board. Except for the first three tactics, each technique may only be used once.

1.  A buzzword (new, free, save, now, real, homemade,     sale, easy, taste, hurry, simply, improved, more,     better, better, and an exclamation point). (1    point each for each piece of mail) 2.  An envelope with the words "urgent," "immediate," or open at once" printed on the face. (2 points     each) 3.   A promise on the envelope of something "free"     inside.  Mount the free gift on your paper.  (3     points each) 4.   A piece of direct mail advertising made to seem     "personal" by the use of a personal name in a     place other than the address.  (5 points) 5.   A direct mail solicitation with no return address     or with a very vague return address.  (5 points) 6.   A sales pitch announcing that something has been     "reserved" for you or that you have been selected     for a complimentary membership.  (5 points). 7.   A window envelope with what appears to be a check     inside.  (7 points) 8.   A punch out circle that has to be placed on an     order form.  (3 points) 9.   A sticker or stamp that has to be placed on an     order form.  (3 points - no matter how many stamps     or stickers) 10.  A direct mail ad in a plain brown envelope that appears to be from some government agency. (7    points) 11. A post card announcing you have won a prize and merely have to call a telephone number to claim the prize. (5 points for the post card; 10 points    if you call the number and explain the "catch."     Do NOT call a 1-900 number.) 12. An offer of a free gift for your response. (3    points) 13. A direct mail package containing what looks like a     credit card. (10 points) 14. A promise to "save you hundreds of dollars" (or     more). (8 points) 15. An envelope mailed bulk rate postage but made to     appear like express mail, courier delivered, air express, or a telegram. (8 points)